A friend is in the security product business and has some knowledge of the Internet, so he pays more attention to product promotion through online channels. I started building a website for my company a few years ago. Since the website has been around for a long time and has a high weight, I didn’t invest in advertising fees in the early stage. I relied on searches to get a lot of orders on the Internet and made a lot of money. In the past two years, due to the popularity of the Internet, many small and medium-sized enterprises have begun to pay attention to online publicity. Many companies' websites have been specially optimized or purchased keywords. So in order to maintain the leading advantage in publicity on the Internet, my friend also spent a lot of money on keyword advertising on Baidu last year. Because he bought more keywords and they are relatively popular, the number of visits every day is relatively high. , he originally thought that he had purchased so many keywords, and the website traffic had indeed increased a lot, and the online orders should also increase a lot. As a result, after a few months, I found that there were not many more online orders than before I purchased the keyword. Excluding the advertising costs, the profit was actually less than before the keywords were created, so he asked me to help him take a look.
I helped him analyze the keywords he purchased and made adjustments. I found that many of the keywords my friends bought were popular words in the security industry. Although these words have brought considerable traffic to my friend’s website, most of the people who come in through these keywords are not direct potential customers. Many of them come to understand and learn security knowledge. My friend’s website is mainly about the sales and marketing of some security products. There is no relevant knowledge to learn about installation, so many people just browse one or two pages and then run away.
For a commercial website, although traffic is important, high-quality traffic is even more important. Blindly choosing high-traffic keywords will not only fail to increase the website's business income, but will also increase the difficulty of keyword optimization or advertising costs.
In my experience, the choice of keywords has a lot to do with the positioning of the website. Reasonable keywords are keywords that your potential customers will use when searching. For example: Although the word "Qingyuan Card" is not as popular as the word "Card", people who search for "Qingyuan Card" are generally potential customers in the Qingyuan area. Searches for "Card" may also be potential customers, but the scope is much larger, and may be nationwide. People from all over the country who are interested in the "all-in-one card" system will search for it, but my friend's company only operates in the Qingyuan area. Apart from Qingyuan, users from other places will not purchase related services or products even if they come to my friend's website. At the same time, the word "all-in-one card" is much more difficult to optimize than the refined keyword "Qingyuan all-in-one card". If you purchase keyword advertising, you will have to pay higher advertising fees. Relatively speaking, The former will have a higher return on investment.
In fact, for different types of websites, there should be different strategies in keyword selection.
If it is a business website, or a site for small and medium-sized enterprises. Generally, we hope that customers will bring orders through searches. Therefore, when selecting keywords, you should not only consider traffic, but also consider the difficulty of optimization, return on advertising cost, and the quality of the traffic obtained. When choosing a keyword, you should focus on whether the customers who come in through this keyword can bring orders to the company. Yidao (www.yidao5.com) is a fortune-telling forum recently created by another friend. It is mainly a platform for free fortune-telling and exchange of five arts for others. The profit point is to help people approve the sales of horoscopes and Yi-learning equipment. The positioning of keywords has been done well. Although the traffic is very small now, it can bring one or two orders of business every day on average.
If it is an information website and you want to bring more traffic through search engines, you can first consider popular keywords. Information websites can select popular keywords, make them into special topics, and then increase their weight through optimization to gain traffic.
If it is a large comprehensive website, you should not use all kinds of methods in order to obtain a better ranking for a certain popular keyword in a short period of time. It is not cost-effective. Because large websites have very rich content and contain countless keywords, the optimization of a single keyword, no matter how large its search volume is, will only bring limited traffic to your website. On the contrary, if you can optimize it as a whole and improve the ranking of many keywords on the internal pages, your traffic will soar. For example, if you have a website with 100,000 pages, and you try your best to optimize a certain popular keyword, it may bring 10,000 IP/day traffic, but this is relatively difficult, and such a high traffic for a single keyword is It's easy to be K'ed. On the other hand, if we optimize it as a whole, if there are 100,000 pages, if each page can bring an IP, it will be 100,000. This will be relatively easy and safe.